Napapijri is charting a new course in Latin America, with its first major retail push into Mexico and a fresh brand campaign featuring a breakout star from a global TV phenomenon. Main Developments The Italian brand, founded in 1987 and owned by VF Corp., is entering Mexico through a partnership with luxury department store group El Palacio de Hierro. Two franchised monobrand stores will open inside the Santa Fe and Satélite units in Mexico City, alongside nine shop-in-shop locations at other El Palacio de Hierro doors across Guadalajara, Monterrey, and additional Mexico City sites. Brand president Valentina Visconti Prasca framed Mexico as a strategic launchpad for regional growth, citing strong consumer affinity for the lifestyle segment within the VF portfolio. She said the market's customer base closely mirrors Napapijri's existing global audience, giving the brand confidence that its blend of outdoor heritage, contemporary style, and cultural exploration will resonate locally. Read also: Tod's Taps Thai Star Becky Armstrong as New Brand Ambassador Alongside the retail expansion, Napapijri has tapped British actor Jamie Campbell Bower—known for playing villain Vecna in Netflix's Stranger Things —as the face of its fall 2026 ad campaign. The campaign, under the concept “Where Next?”, shows Bower wearing signature pieces like the Rainforest anorak in Stockholm, Courmayeur, and Tokyo, and will also feature other local talents to depict a “geography of humans” united by exploration and curiosity. Background Napapijri's roots trace back to Aosta, Italy, at the foot of Mont Blanc, where it began in the late 1980s as a maker of technical travel bags inspired by polar expeditions. The brand's name comes from the Finnish word associated with the Arctic Circle, reflecting its exploration-driven identity. Over the years, Napapijri has evolved from crafting waxed cotton canvas bags into a full-fledged premium lifestyle brand offering men's, women's, and kids' ready-to-wear, footwear, and accessories. Its outdoor-meets-urban positioning has helped it build a loyal following, particularly in its core Europe, Middle East, and Africa market, where it remains strongest. VF Corp. acquired Napapijri in 2004, integrating it into a portfolio that includes other outdoor and lifestyle labels. This acquisition provided the infrastructure and resources that have enabled the brand to pursue international growth, with Mexico now representing its most significant step into Latin America. Why It Matters The Mexico entry marks a deliberate shift for Napapijri, which has historically concentrated on EMEA. By partnering with El Palacio de Hierro, a leading luxury retailer, the brand gains immediate access to high-end consumers in key urban centers, potentially setting a template for further Latin American expansion. For VF Corp., the move underscores a broader strategy to diversify geographic revenue streams amid a competitive global apparel market. The choice of Jamie Campbell Bower as a campaign face also signals an effort to connect with younger, pop-culture-savvy audiences, leveraging his Stranger Things fame to boost brand visibility beyond traditional outdoor enthusiasts. What's Next The full fall 2026 campaign is slated for a reveal in the coming months, with additional local talents to be introduced as part of the “Where Next?” narrative. Meanwhile, the El Palacio de Hierro stores and shop-in-shops are expected to open in phases, though specific dates haven't been announced. Visconti Prasca hinted at “significant opportunities across the region,” suggesting Mexico could be just the first of several Latin American markets for Napapijri. Industry observers will be watching to see whether the brand's blend of outdoor heritage and urban style translates as well in the Americas as it has in Europe.